Las nuevas generaciones requieren un modelo de aprendizaje más dinámico, por lo que las Instituciones de Educación Superior han comenzado a articular sus herramientas pedagógicas a la enseñanza de las diferentes áreas del saber. El objetivo de este artículo es diseñar un juego gerencial para apoyar las asignaturas que contemplen dentro de su micro-currículo la temática de auditoria de marketing, utilizando una metodología exploratoria y descriptiva, apoyada en el aprendizaje basado en juegos. Para ello se realizó una revisión de la literatura y se llevó a cabo una prueba piloto con estudiantes de pregrado de una universidad colombiana. Los resultados muestran que el diseño del juego debe utilizar una estrategia interactiva, que a su vez guarde cierto tipo de complejidad y competitividad, adicionalmente se reveló que el juego refuerza elementos presentes en la temática estudiada.
Due to the new paradigm of university education, universities must implement sustainability in their missionary functions and administrative areas to increase their reputation, obtain external financing and create a competitive advantage. For this reason, this research aims to propose a university sustainability evaluation model for accredited institutions, in the context of developing countries where the implementation of sustainability presents notorious lags. A measurement tool for student perception of university sustainability was built through a review, grouping of dimensions, expert testing, pilot testing, exploratory and confirmatory analysis. The survey was applied in nine accredited universities to 1.276 students of various semesters and professions. The review of the literature yielded various evaluative models on university sustainability. Thus, the theoretical results and the quantitative validation of the findings validated the constructs and as a result, the dimensions of the institutional framework, campus operations and missionary functions stood out with high statistical significance, evidencing the relevance of the measurement instrument. Therefore, these categories are considered central to the evaluation processes, just as greater emphasis should be placed on the dimensions referring to missionary functions. This research is innovative because it is one of the first evaluation models of university sustainability formulated from the perspective of the student in a developing country for institutions that must account for their progress in the implementation of sustainability, such as universities with high quality accreditation.
ResumenEl uso de las redes sociales como medio de comunicación y generador de información está forjando grandes cambios. Entre estos se destaca la generación de información espontanea proveniente de las comunidades virtuales lo cual es una herramienta útil para la investigación de mercados.Comúnmente, el estudio del comportamiento de los miembros de las comunidades en su entorno natural se hace por medio de la Etnografía, donde se analizan los hábitos, costumbres, dimensiones simbólicas, entre otros aspectos, a partir de entrevistas y observación participante y no participante. El estudio del comportamiento de las comunidades virtuales se hace por medio de la Netnografía, término que se deriva de la fusión de la palabra net (red virtual) y Etnografía, que se define como un método cualitativo diseñado específicamente para investigar el comportamiento de los consumidores en las comunidades presentes en internet (Kozinets, 1998).Este método ha sido aplicado como insumo en el diseño de estrategias de mercadeo para diversos productos; entre ellos productos turísticos, debido a la afinidad que existe entre los consumidores de turismo y el uso de internet en el proceso de decisión de compra.Palabras clave: Etnografía, Netnografía, comunidades virtuales, redes sociales virtuales, turismo Abstract Social media as a communication channel and source of information is having big changes, such as the spontaneous information coming from virtual communities, a useful tool for marketing research.Etnography is usually referred as the study of the people's behavior from any community in its natural context, where it is analyzed their habits, traditions and any other symbolic dimensions, coming from interviews and participant and non-participant observation. Studying people's behavior from virtual communities is developed through Netnography, definition that derives from the word net (virtual ResumoO uso das redes sociais como meio de comunicação e gerador de informação está forjando grandes mudanças. Entre estes se destaca a geração de informação espontânea proveniente das comunidades virtuais, o qual é uma ferramenta útil para a pesquisa de mercados.Comumente o estudo do comportamento dos membros das comunidades em seu meio natural faz-se através da etnografia, onde se analisam os hábitos, costumes, dimensões simbólicas, entre outros aspectos, a partir de entrevistas e observação participante e não participante. O estudo do comportamento das comunidades virtuais faz-se por meio da netnografia, termo que se deriva da fusão La Netnografía como fuente de inspiración estratégica para el turismo 1 1. Artículo de revisión, fruto de la investigación en curso: "Modelo para el análisis de la información generada en las redes sociales virtuales como insumo para el diseño de estrategias de mercadeo para incrementar los niveles de competitividad del sector turismo en Colombia", Universidad de Medellín e Institución Universitaria Esumer. 2. Ingeniera administradora, Universidad Nacional de Colombia, Magister en administración de negocios con...
The few studies in South American developing countries that refer to the adoption of e-commerce in SMEs require knowledge of how this context is presented. The objective of this study addresses this need and seeks to determine the variables that influence the adoption of e-commerce in SMEs in Colombia. The measurement tool (IMAES) was applied using a digital questionnaire; 263 surveys were collected in SMEs and the data were analysed using the partial least squares methodology, validating tool and model. The results found that Colombian SMEs adopt e-commerce because of pressure from senior management, performance expectations, the competitive advantage it offers, and pressure from their customers. This is one of the first studies in the region that empirically analyses the adoption of e-commerce, as well as describing the theoretical framework for this line of research. The few studies in South American developing countries that refer to the adoption of e-commerce in SMEs require knowledge of how this context is presented. The objective of this study addresses this need and seeks to determine the variables that influence the adoption of e-commerce in SMEs in Colombia. The measurement tool (IMAES) was applied using a digital questionnaire; 263 surveys were collected in SMEs and the data were analysed using the partial least squares methodology, validating tool and model. The results found that Colombian SMEs adopt e-commerce because of pressure from senior management, performance expectations, the competitive advantage it offers, and pressure from their customers. This is one of the first studies in the region that empirically analyses the adoption of e-commerce, as well as describing the theoretical framework for this line of research.
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